The Rise of the Dog Photographer: History, Techniques, and Market in Italy
Dog photography, a specialized area within animal photography, has roots dating back to the mid-19th century, coinciding with the advent of photography. Although early figures like William Fox Talbot captured wildlife, it wasn't until the 1960s that pet photography services gained traction, largely influenced by celebrities such as Marilyn Monroe. The genre flourished in the 1980s and 1990s, particularly for advertising purposes. Currently, one in three families in Italy has a dog, fueling the need for professional pet portraits. Mattia Gorno, a photographer born in 1977 in Varese, focuses on this niche, working with brands and magazines like Quattro Zampe and Pet Family. He also photographs dog competitions and private clients, utilizing a Sony Alpha 9 camera at various training centers. Sessions last one to two hours, featuring short shooting intervals mixed with playtime, as Gorno constructs sets to highlight the bond between humans and dogs, finding Border Collies especially amenable due to their trainability.
Key facts
- Dog photography originated in the mid-19th century alongside the development of photography.
- The field became popular in the 1960s with pet photography services, including for celebrities like Marilyn Monroe.
- Dog photography as a distinct genre emerged in the 1980s and 1990s, driven by advertising.
- One in three Italian families owns a dog, increasing demand for professional dog photography.
- Mattia Gorno (born 1977, Varese) is a professional dog photographer.
- Gorno works commercially for pet product brands, clothing lines, and magazines such as Quattro Zampe and Pet Family.
- He covers canine competitions (disc throwing, agility) and private commissions.
- Gorno uses a Sony Alpha 9 camera and collaborates with dog training centers: Centro Discoli, No Ordinary Family, Dog City, Latin Border, FD Center, and FunFrame.
- Photography sessions last one to two hours, with shooting intervals of up to five minutes.
- Border Collies are noted as particularly cooperative subjects.
Entities
Artists
- Mattia Gorno
- William Fox Talbot
- Marilyn Monroe
Institutions
- Quattro Zampe
- Pet Family
- Creative Lab
- Arena4Zampe
- Centro Discoli
- No Ordinary Family
- Dog City
- Latin Border
- FD Center
- FunFrame
Locations
- Varese
- Italy